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Brand love and brand addiction and their effects on consumers' negative behaviors

Brand love and brand addiction and their effects on consumers' negative behaviors This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety.Design/methodology/approachA sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus.FindingsWhile brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant.Research limitations/implicationsThe main limitation of this study was its single-country cross-sectional convenience sample.Practical implicationsWhile brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety.Originality/valueTo the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Brand love and brand addiction and their effects on consumers' negative behaviors

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
eISSN
0309-0566
DOI
10.1108/ejm-09-2019-0727
Publisher site
See Article on Publisher Site

Abstract

This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety.Design/methodology/approachA sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus.FindingsWhile brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant.Research limitations/implicationsThe main limitation of this study was its single-country cross-sectional convenience sample.Practical implicationsWhile brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety.Originality/valueTo the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction.

Journal

European Journal of Marketing – Emerald Publishing

Published: Nov 30, 2022

Keywords: Brand love; Brand addiction; Consumer anxiety; Excessive spending; Trash-talking; Anxiety

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